Abstract:
Purpose: The main aim of this research to determine the factors which affects the adoption of
green products in Pakistan. The identification of these factors will help in changing the customer
attitudes and behaviour towards purchase of green products. Among all, the literature has
identified that, there are four major factors that effects the purchase decision of green products
these are: Awareness, customer attitudes, product marketing. Customers are first required to be
aware of the product, then accordingly marketing should be planned in order to increase use of
green products in Pakistan
Methodology: The research methodology for this study is quantitative research. The method
used for the analysis includes SPSS regression and the sample population is 200 respondents. All
the data from the respondents are gathered with the help if questionnaire distrusted among the
people in shopping malls like hyper star and Dolmen Mall.
Findings: The findings from the research shows that, the usage of green products can be
increased through the variables Awareness, Attitude & product marketing. All these variables
shows a significant positive relationship with the usage of green products. This means that, when
awareness among people have increased usage of green products also increased similarly, the
case with marketing and attitudes of customers.
